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URL Parameters for Bing

Adjusting your UTM parameters for Bing Ads to achieve the best tracking results.

Maximilian Rast avatar
Written by Maximilian Rast
Updated over a week ago

Bing Ads

Editing UTM Parameters on the campaign or ad group level does NOT start another ad review process and does NOT affect your optimization score. It’s best to make these changes as soon as possible.

In case you're using multiple tracking templates at different levels, the most specific tracking template is used.

Specificity is defined in this order: ad > ad group > campaign > account.

So, if you're using "Tracking templates" or "Final URL suffixes" to add URL parameters on the ad level, this will override Klar's parameters set on the level above and cause our script to not track these ads.

Parameters

Below you can find the recommended Bing Ads UTM Parameter logic for the highest accuracy tracking results:

If you are not using any UTM parameters currently, or want to optimize your existing setup, Bing makes it really easy to do so.

Use the following parameter in your Ad groups and Account-wide tracking template:

{lpurl}?klar_source=bing&klar_adid={AdId}

Additionally, turn on “Auto-tagging of UTM” in your account settings. For a detailed explanation of how to do this, follow the Implementation below or watch the video above.

If you have an existing UTM parameter logic in place, make sure the following parameters are already existing or add them at the end of your existing parameters in the tracking template:

utm_source=bing OR utm_medium=bing

utm_campaign={Campaign}

utm_term={AdGroup}

utm_content={keyword:default}

klar_source=bing

klar_adid={AdId}

Below is an example of how adding the required parameters to existing parameters looks like with the added parameters being bold:

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={AdGroup}&utm_content={keyword:default}&klar_source=bing&klar_adid={AdId}

Implementation

There are three things we need to accomplish: Turn on UTM auto-tagging, adjust the account-wide tracking template, and adjust the ad group tracking template:

  • Go to “Settings” > “Account level options”

  • Check the box next to “Add UTM tags to my destination URLs”

    • Choose the “Keep my existing tags and add any that are missing” option

  • Go to “Settings” > “Account level options”

  • Adjust the “Tracking template” field according to the above parameter logic

  • Go to “Ad groups” and select all ad groups

  • Press “Edit” > “Change URL options”

  • In the popup menu do the following steps:

    • Set “Action” to “Set URL options”

    • Set “Tracking template” to “Set value”

    • Adjust the input field below “Set value” according to the above parameter logic

    • Press save

Best-Practices

  • Add the “Tracking template” column to your ad group column preset and always check if the correct parameters are applied.

  • In case you're using multiple tracking templates at different levels, the most specific tracking template is used. Specificity is defined in this order: ad > ad group > campaign > account. So, if you're using "Tracking templates" or "Final URL suffixes" to add URL parameters on the ad level, this will override Klar's parameters set on the level above and cause our script to not track these ads.

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